Customer Relationship Management (CRM) system implementations in the Hospitality Industry - An Assessment of The Budapest Hotel Market

Khikmatilloev Mirabbos Jamshidovich (2023) Customer Relationship Management (CRM) system implementations in the Hospitality Industry - An Assessment of The Budapest Hotel Market. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

AbstractThe leisure and hospitality industry has been one of the fastest growing sectors of the global economy in the past couple of decades. The tourism industry is not only the engine that generates revenues for countries and communities but it is also driving cultural growth and developments. Customer service and how it is delivered makes up one of the most remarkable parts of the industry. Therefore, Customer Relationship Management has become strategically critical for the hospitality sphere. The twenty- first century is referred to as ‘the Digital Era’  because of the rapid technological and digital advancements that have been happening since the early 2000s. In order to keep up with the new era, all the industries have adopted more innovative ways of conducting business including manufacturing products and providing services. In the hospitality industry providing services has been notably transformed by these technological innovations. In particular, Customer relationship management (CRM) systems have emerged and forged the experience of the customer by improving operational processes and creating more personalised experiences. The aim of this research was to analyse and to evaluate the current situation of the hotel industry and the impact of CRM (customer relationship management) technologies on the hotel market in Budapest. The results of the secondary data analysis showed that the capital of Hungary has one of the fastest growing hotel sectors in the region and has been showing promising results in the number of international visitors and guest nights. As the number of guest nights are increasing the amount of data increases as well and CRM systems come in handy when handling big amounts of consumer data. By conducting a structured online survey that was targeted to users of CRM systems in hotels in Budapest I found out that there is a lack of comprehensive training of the employees for the latest technologies that hotels are implementing, namely CRM (customer relationship management) systems. Also it was revealed that in many cases employees are not aware of the strategic importance or meaning of CRM systems in their hotels. I would recommend them to create a comprehensive training program for all the employees that trains on how to gain proficiency in working on a CRM system that is being used in their hotels and train new employees accordingly. It is also recommended to observe a hotel's performance closely after CRM deployment so that you can see the difference and share it with the employees so that they are aware if the hotel achieved its strategic goals and what helped achieve those goals.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Turizmus Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-menedzsment

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	big data, CRM, customer service, information technology, organizational innovation
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Már. 18. 15:37
Utolsó módosítás:	2023. Már. 18. 15:37

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